Create Effective Display Ads: Google Best Practices

Official Guide to Display Ads and Messaging.

Three of the most important elements of a display ad are the message, image and design. This checklist outlines how to create effective display ads so that advertisers can improve conversions, brand recall and engagement.

To learn how to create an effective display ad, try the “Create Display Ads That Click with Your Customers” lesson in the Primer app. Launch this lesson in Primer.

1. Build a strong foundation

When possible, use sizeless formats like text or HTML5 templates. When using image formats, upload in HD sizes and make sure that you include at least 300 x 250, 728 x 90 and 160 x 600.

Why: This helps maximise your reach across devices and formats. When you provide image ads in those three dimensions, we’ll automatically resize them to fill more placements on the Google Display Network.

Use dynamic ads to provide the most personalised experience possible.

Why: People who see display ads with the actual offer they viewed, or similar offers, are more likely to return to your site to complete a purchase.

2. Craft a message worth their while

Tailor your display ads to the different stages of the purchase funnel.

Why: Delivering the right message at the right moment can encourage response and help guide customers to purchase.

Include unique selling points, prices and promotions.

Why: Make it easy for people to differentiate your service or products from competitors. People are also more likely to engage with ads that help them self-select before they click.

Why: Improving ads is a trial-and-error process. With many ad tests running, it may be difficult to keep track of all of those moments when statistical significance is reached. Let the system identify those moments for you, but always check back and see which creative is getting the lion’s share of your impressions.

Stay on top of your tests if you prefer to test manually.

Why:While manual ad testing offers more control, you may be rotating in lower performing ads longer than you need to.

Rotate in fresh display ads every few weeks.

Why: Even great banners can become less effective over time. Creative rotation is key for beating ad fatigue.